Wednesday, January 14, 2009

In my final days here at TSA as the Assistant Administrator for Public Affairs (I’m one of four TSA political appointees leaving on January 20th), I wanted to get one last blog post in on our partnership with the Ad Council that supports our security operations. It’s something that was pretty important for me to get done before I left.

TSA interacts with two million people a day, and of that number, only a tiny fraction present a potential threat. The challenge for us is to get the majority of passengers through security efficiently so that we can focus on real threats, derived from intelligence gathering, watch lists and on-the-spot observations. Critical to this effort is getting the public on our side as active players in the security process. So in addition to reading blogs, web forums and the like, we held focus groups in several major cities in late 2007 to engage both frequent fliers and less experienced travelers to get their feedback on airport security.

What we heard wasn’t pretty, but it gave us insights to improve the process.

The first sessions were held in New York City just two blocks from the Ground Zero. It was surprising that people could be there, so close to where the towers once stood, and say that they never think about 9/11 when they fly. We learned the “road warriors” had to harden themselves to that possibility in order to fly so frequently. They also are frustrated by inexperienced travelers and families who slow down the lines.

Less frequent travelers said that they still think about 9/11 every time they fly. They worry about feeling stupid at the checkpoint for not knowing all the rules and getting barked at by officers and other passengers. Some didn't realize airline security was carried out by a federal agency, and many didn’t know TSA had a Web site where they could find information to help them get through security easier.

It was apparent that the participants largely saw TSA as a hindrance and inconvenience, as do many others that comment on this and other blogs. Overwhelmingly, participants were interested in knowing why they had to do what they do and said it would help them prepare for and participate at the checkpoint.

TSA had issued press releases, posted information on the web, even started this blog to reach out to travelers, but we had never used an organization like the Ad Council to conduct a comprehensive public awareness effort. The Ad Council is well-known and well-respected for its ability to raise awareness of critical issues and impact public behavior. They partnered with us just in time for the busiest travel weekend of the year: Thanksgiving. The results of this partnership were very positive – over the holiday season, we reached 41 million Americans.

The campaign includes videos that address common travelers’ concerns (shoes, ID, traveling with kids, laptops, etc.), web banners on travel-related sites and outreach to airline and travel sites encouraging them to post links to tsa.gov so passengers can get security-related information. Our goal is to reach people when they’re most focused on preparing for travel – when they book their flights or print out their boarding passes. The more people are prepared, the better it is for everyone.

Before I leave, I want to thank the people at TSA who built, maintain and participate on the blog – many didn’t think we could launch it and weren’t sure what would happen once we did. I’d also like to thank everyone who reads and comments on the blog. Good and bad, your input is appreciated and useful to many of us here at TSA.

41 comments:

In general, bad reputations aren't created from failures of communication, and especially not when there's so much transparency. No, the bad reputation is reinforced every time we have to take off our shoes and remove our laptops from their bags and show our boarding passes for the fourth time or get our dull-pointed scissors confiscated because their blades were 4.01 inches long (that's when they become dangerous!).

I suspect some things (more than just some of the faces in the corner offices) will be changing after the 20th, and even though we have no idea what those changes will bring, I look forward to the change, to the fresher look at the TSA's mission and the way it tries to accomplish that mission.

As to the association with the Ad Council, I do hope whoever sets future requirements for their output either knows and understands Section 508 very well, or avails themselves of the training and assistance GSA offers to help government players comply with 508.

There is no excuse, especially for the money spent, to have the videos released in November not be in compliance when released.

Along the same thread, I also hope that TSA puts more effort in basic compliance with established law in all areas.

Sadly, except in a very distant way, the public whom the public servants are intended to serve has very little input into the grading of their performance.

Thank you for your service, but this act is over, the curtain is coming down, and it's new actors in the next act.

Ellen, please elaborate on the "tiny fraction" of flyers who "present a potential threat." Tell us how many have been arrested as terrorists and when they are going to be facing trial on charges of terrorism.

You can't do that because none exist.

It has all been a huge waste of taxpayer money, $10 billion, and a cost to the economy of $15 billion per year due to time lost standing in airport security lines. (See John Mueller's paper "The Quixotic Quest for Invulnerability")

"So in addition to reading blogs, web forums and the like, we held focus groups in several major cities in late 2007 to engage both frequent fliers and less experienced travelers to get their feedback on airport security.

What we heard wasn’t pretty, but it gave us insights to improve the process."

First you hear what people have to say, and acknowledge it is highly critical. In most organizations, this would result in a change of procedures.

But no, instead of improving the process itself, you invest in propaganda to inform people how to follow your ridiculous rules.

"Less frequent travelers said that they still think about 9/11 every time they fly. They worry about feeling stupid at the checkpoint for not knowing all the rules and getting barked at by officers and other passengers. Some didn't realize airline security was carried out by a federal agency, and many didn’t know TSA had a Web site where they could find information to help them get through security easier."

The main issue with the "rules" is they are not implemented or followed in a consistent way. The whole SSI thing- is an umbrella excuse for inconsistent behavior. 20 layers of security?Huh?

Most of us agree that airport security is necessary in our current international political climate. Yes, there are people out there that want to demonstrate their hatred and intolerance in the most dramatic way possible, usually sacrificing followers to actually carry out their agenda. Not a lot, since none are caught on a regular basis at US airports. A revival of local intelligence assets has thwarted some plans.

We know we can train people to do security right- the Marines who guard our embassies are an example. Polite, but firm, and very professional.

If you are going to do an ad campaign, focus on clearing up the discrepancies as well as the misunderstanding. TSA has made some inroads, the barking issue seems to be one. Making check in luggage safe from intrusion should be a priority. Safe travel is the goal, after all.

While I appreciate you efforts to placate the public I think more progress could have been accomplished by providing travelers with correct information.

Example, 3.4oz instead of the 3.0oz as is still stated to this day of the TSA Web page.

Or stopping TSO's from confiscating property that is permitted by TSA guidelines, such as a homemade battery pack or in a very distrubing case, frozen gel packs to keep a womans expressed breast milk chilled.

Or please explain why a TSO who brought a handgun to work is still employed by TSA!

Not to mention the continued thefts of property from checked baggage by TSO's and others while doing nothing to stop this practice. Where is the security?

Or how about just making TSO's treat travelers with civility?

Can TSA even do that?

In my opinion senior TSA staff have failed, and failed badly. You should have been replaced long ago.

I for one am not sorry to see you and the others go, it is well past time for change at TSA!

Hopefully the next group will be proactive and address these problems that have been discussed on this very blog for a full year with no apparent actions to resolve these concerns.

TSA does not need the Ad Council, TSA needs to do the things it was chartered to do and no more.

With all respect ... I'm not sure that the videos did what you hoped they would do.

You stated: Overwhelmingly, participants were interested in knowing why they had to do what they do and said it would help them prepare for and participate at the checkpoint.

Unfortunately, some of your videos focus almost exclusively on what, not why. For example, your "why ID?" video spends, at most, seven seconds answering that question, while the remaining 53 seconds are spent on "how" and "where" and "when".

* The "why ID?" video asks the question "why do I have to show photo ID?" It's been demonstrated here, and elsewhere, that one does not need photo ID to pass through security. (The alternative procedures are onerous and inconvenient, to be sure, but that doesn't mean that they can't be chosen by someone.) The video really should have asked "why does TSA ask to see my photo ID?".

* The "why liquids?" video asks the question "why are my carry-on liquids limited to 3oz?". As has been stated here frequently by TSA employees, the real limit is 100ml, not 3oz.

I don't claim that these false statements are deliberate or malicious. But if you want to get "the public on our side as active players in the security process", you need to make sure that everything you say is truthful.

Why does it not surprise me to hear Ellen admit that the intentionally held their first sessions a mere 2 blocks from the site of the former WTC in NYC? A not so subtle attempt to continue to instill fear in the traveling public, perhaps?

Ellen, since you brought it up, I will ask, again, you to please name 1 thing, just 1, the TSA has done since its inception that, had it been in place on 9/10/01, would have prevented the hijackings on 9/11/01? Remember, you can't take credit for the policy changes the airlines undertook themselves such as keeping the cockpit doors locked & not cooperating w/hijackers. I'm not asking for an entire list-just 1 teeny change the TSA is 100% responsible for that would have made the difference. I know you're packing to go, but it shouldn't be that hard to come up with an answer (especially since I asked it, originally, in response to Kippie's last appearance on '60 Minutes' last month & have, thus far, not rec'd any answer).

Perhaps this is why the 'road warriors', as you call us, don't dwell on the hijackings of 9/11/01 as much as the flying Kettles & view your organization as nothing more than security theater? Since we see it up close so much, we recognize that there is nothing behind the curtain the TSA has been holding up for 7+ yrs now.

They worry about feeling stupid at the checkpoint for not knowing all the rules and getting barked at by officers and other passengers.

This is why the commentors have been clamoring for a posted list of rules that passengers are expected to follow.

Yes, that posted list could potentially used by a passenger to prove a TSO is wrong, but that's the price you pay for living in a free society, and a lack of secret rules is part of living in a free society.

No, the TSA website doesn't tell us all the rules we need to know since it contradicts itself and has information that is known to be wrong.

TSA had issued press releases, posted information on the web, even started this blog to reach out to travelers, but we had never used an organization like the Ad Council to conduct a comprehensive public awareness effort. The Ad Council is well-known and well-respected for its ability to raise awareness of critical issues and impact public behavior.

So rather than improve TSA procedures your plan is to take all of the refuted press releases of the TSA and release them through the Ad Council, thus tarnishing their reputation.

The choice of a site close to Ground Zero seems well calculated to transform the "focus group" into yet another propaganda opportunity for the TSA to deflect and smother legitimate questions and concerns about its effectiveness and competence in a blanket of Fear. It's exactly the tactic Kip employed on 60 Minutes, masterfully deflecting the reporter's questions by asking us to think of 9/11 whenever the TSA asks us to do ridiculous things, and above all to BE AFRAID!

The TSA's leadership really appears to believe that we the public regards the TSA "as a hindrance and inconvenience" only because we don't think about 9/11 enough, and therefore aren't terrified enough to submit to the TSA meekly and with the appropriate unquestioning respect. So the solution is a propaganda campaign reminding us of our Patriotic Obligation to constantly think about 9/11, remember always that the Homeland is beset by enemies who are trying to kill Americans, and therefore be grateful and deferential to those wonderful brave heroes at airport checkpoints who are selflessly fighting at the front lines of the Global War on Terror! And perhaps the TSA leadership is scratching their heads wondering why people still make inappropriately disparaging remarks about the TSA, and continue to ask for information that's SSI. They're apparently incapable of recognizing the fact that respect is something that can only be earned, and can't be imposed by fear and bullying.

Yes, we do need to remember 9/11. But we also need to remember that the United States is a constitutional democracy whose vitality depends on the sort of accountability and transparency that the TSA seems committed to eliminate. We must thus refuse to allow our government to continually use 9/11 as a shield to avoid any accountability for what they do, and as an excuse to waste our money and time on illusory "security," and parrticularly as a bludgeon to obliterate the very things that make America worth protecting.

I think most of the reasons the public doesn't respect the TSA aren't the fault of the TSA itself, but originate from the Oval Office. I can only hope that the new administration brings a new and better approach and attitude to the TSA (and to the rest of the government) that will truly earn the respect of the public.

You partnered with the Ad Council? Seems they go the best of you. Since Thanksgiving I haven't seen one ad, seen one commerical or been intrigued by a TSA ad, as I have been by other Ad Council commercials. Great job there, way to get some bang for your buck.

Is it just me, or does Ellen's post imply the blame is on the public for not being aware of the rules and regs?

I agree that people have a certain responsibility to do their homework, but there's just something about the wording of this post that bothers me - especially when you consider how difficult it can be to get accurate information from the TSA.

Ellen, Bob, and all other TSA Blog Ops, TSA Employees and other interested DHS folks, please take a look at the thread on the Flyer Talk Blog, Travel Safety/Security and read the posting by one of your TSO's, thread title, "Today at the checkpoint ... I wasn't there!" .

After several layers of discussion it seems that the TSO has no concept or understanding why travelers had issues with the circumstances of the post. Or that the majority of readers who responded felt the story showed a severe lack of concern for another persons property.

This single post demonstrates exactly the problems the public has with TSA.

In two words, "NO ACCOUNTABILITY"!!

TSA may keep some bad things off airplanes but who is protecting the public from TSA?

Ayn R. Key said... No, the TSA website doesn't tell us all the rules we need to know since it contradicts itself and has information that is known to be wrong.

anarchy.... what is it that you "need" to know? its pretty simple: 1. No knives, guns, explosives. 2. No liquids larger than 3.4 oz unless its medical or baby formula. 3. Place shoes in bin or straight on the x rap belt. 4. Clear metal detector and collect your belongings. THATS IT! Anything else you'd like to know? How come 99% of travelers know what to do but you guys on here struggle so much? Tk i dont wanna hear about the ID check. If you dont want anyone to see your weight at the TDC station get a stairmaster ;). with love, Anon

anarchy.... what is it that you "need" to know? its pretty simple: 1. No knives, guns, explosives. 2. No liquids larger than 3.4 oz unless its medical or baby formula. 3. Place shoes in bin or straight on the x rap belt. 4. Clear metal detector and collect your belongings. THATS IT! Anything else you'd like to know? How come 99% of travelers know what to do but you guys on here struggle so much?

Tk i dont wanna hear about the ID check. If you dont want anyone to see your weight at the TDC station get a stairmaster ;). with love, Anon

I wish weight was the reason I don't want to have my travel approved by my government. I have Crohn's disease and for years fought to get my weight above 126. Now I am fat and happy at 160-170lbs. BTW my VID does not have weight on it, but thanks for making me look I need to renew it next month.

"anarchy.... what is it that you "need" to know? its pretty simple: . . ."

If it was "pretty simple", there would be no need for this blog.

"1. No knives, guns, explosives."

But scissors and knitting needles (of any length) are okay. Consistency and common sense, anyone?

"2. No liquids larger than 3.4 oz unless its medical or baby formula."

Or 3 oz. Depending. On what? Who knows? SSI.

"3. Place shoes in bin or straight on the x rap belt."

Hop on one foot, then the other, to get out of the shoes and then walk straight through the filthy checkpoint in your stocking feet. Heaven help you if it's inclement weather and you had to wear boots.

"4. Clear metal detector and collect your belongings."

Assuming your belongings arrive when you do. Then try to grab everything and hang onto it while hopping from foot to foot to get your shoes back on while being "encouraged" to clear the area. NOW.

"THATS IT! Anything else you'd like to know?"

Oh, yeah.

"How come 99% of travelers know what to do but you guys on here struggle so much?"

I don't struggle at all. On the very rare occasions I fly anymore, I get through just fine. I've learning not to check my luggage, even before the airlines started charging, and I follow the rules I know about. Above all, I've learned not to fly unless it's absolutely unavoidable. So I simply sidestep the whole mess, whenever humanly possible.

I nevertheless do not wish to observe my fellow citizens who may not be as organized as I am, or who may be less able-bodied than I am, or who may be traveling with small children, or who may be elderly, subject to the sorts of mistreatment I've personally observed more than once. I don't want my personal belongings tossed around in the checked-luggage areas by bored TSA's trying to entertain themselves at the expense of the public they're paid to "protect". In over 40 years of travel, I never had one single thing touched or stolen from my luggage until TSA came on the scene. I'd never even known anyone who knew someone who had anything stolen. (Not that it didn't happen before TSA; I'm sure it did. Post-TSA, it seems to happen with depressing regularity, and the sound suggestions to curtail it made on this blog have been poo-poo'd.)

The fact that it doesn't affect ME, personally, is irrelevant. I know it's possible to maintain security with patience, with common sense (an oxymoron if ever there was one), without being rude, without mistreating the public, without attempting to be the thought police. Quis costodiet ipsos custodies?

YOU work for ME, not vice-versa, just as I work for the citizens I serve. I answer to THEM -- they pay my salary, after all -- and they have an obligation (not just "a right", mind you, but an obligation) to demand that I perform my job efficiently, lawfully, and politely. The TSA CAN and SHOULD answer to the public who pays THEIR salaries and we have a responsibility and an obligation to demand at least the same from you as my constituents demand from me.

"My country; and my country is the great American Republic. My country, right or wrong; if right, to be kept right; and if wrong, to be set right."Senator CARL SCHURZ, remarks in the Senate, February 29, 1872

It is not that I do not know the requirements and therefore hold the line up for everyone. It is that nobody knows the requirements, not even you. It is true. Nobody knows the requirements.

I ask not for my sake, but for the sake of the TSO who does not know the requirements. If it were true that it were as simple as you describe, Mr. GelPack would never be posting to this blog, since his items were allowed by the regulations but disallowed by a TSO, and there was no list like the one I ask for that Mr. GelPack could have used to say "look, according to this TSA list, this item is legal."

You think I do not know the rules? I know the rules that are knowable, and that is why I am asking these questions. The real concern is why you do not know that there are these concerns. Are you the TSO who disallowed the Gel Packs, and do not want us who fly to have a way to say "look, I'm obeying the rules and you the TSO are not"?

So, if it's so simple, can you tell me what some random TSO is going to randomly forbid some day that he or she should not forbid and would not be allowed to forbid if there was a public list?

"In over 40 years of travel, I never had one single thing touched or stolen from my luggage until TSA came on the scene. I'd never even known anyone who knew someone who had anything stolen. (Not that it didn't happen before TSA; I'm sure it did. Post-TSA, it seems to happen with depressing regularity, and the sound suggestions to curtail it made on this blog have been poo-poo'd.)"

Times change, don't compare yesterday (40 years ago!)to today. That's the reason why many complain about these "changes." You're just stuck in the past. Do you still leave your doors unlock in your home or vehicles?

If these "stupid rules" really bother you, please rise up and make that change rather sit to analyze wrongdoing then blog about it. The government is just dying to spend your tax dollars on useless public services..I think not. I'm a lifetime public servant and constantly thinking of ways to make the community and world we live in better. Give peace a chance. It won't happen overnight.

lol. I just hate it when you get going on a rant and you leave some critical information out. Happens a lot on this blog -_-. Fact of the matter is that if there were a list provided would it satisfy everyone? Anyone? Tsa says no guns, and then you ask what about water guns? Tsa says no explosives, and you ask whether one can slam a pound of pop rocks and a gallon of soda before coming through the cp. Leave the What-Ifs to the TSA and try to go about enjoying life and whatever makes you happy.

Yet Another Anonymous wrote...Times change, don't compare yesterday (40 years ago!)to today. That's the reason why many complain about these "changes." You're just stuck in the past. Do you still leave your doors unlock in your home or vehicles?

If these "stupid rules" really bother you, please rise up and make that change rather sit to analyze wrongdoing then blog about it. The government is just dying to spend your tax dollars on useless public services..I think not. I'm a lifetime public servant and constantly thinking of ways to make the community and world we live in better. Give peace a chance. It won't happen overnight.

It's not the "stupid rules" that really bother me, but instead the theft, unreasonable demands, unreasonable expectations, and arbitrary changes made on-the-fly to those few rules that actually ARE published.

Some samples (there are many more)...

Theft: As has been more than adequately here and elsewhere, TSA does not allow us to assure the security of out belongings by using decent locks on reasonably secure luggage. Even if we do use secure luggage locked after TSA inspection with a substantial lock (for example when transporting firearms and ammunition), we can STILL have some dunce with the bolt cutters leave a note inside our now unlocked luggage with our destroyed lock.

Unreasonable demands: Constantly telling travelers to read and become familiar with "The Rules" while refusing to publish the rules we must follow. TSA demanding valid ID even while their rules clearly state that is to be done by the carrier and used for comparison against the assorted travel blacklists.

Unreasonable expectations: Expecting the handicapped to levitate to remove shoes instead of providing somewhere to sit, expecting the mobility impaired to move through the longest, slowest lines, clearly exceeding their abilities, demanding movements that the handicapped traveler may be unable to comply with, etc.

Arbitrary changes: All I need to mention is Mr. Gel-Pak having frozen gel packs used to preserve expressed breast milk confiscated not only by the TSA screener, but then discarded by the on-site supervisor when he objected because TSA's published rules SAY they are excepted.

Those few things and many, many others are what "bother me" and most of the others here even more than the stupid rules themselves.

All these things can be fixed simply by re-educating the front line screeners and their immediate supervision and management.

The culture in TSA SHOULD be that if one sees a problem one corrects it, not if one sees a problem one ignores it.

We, the public are doing our job by bringing errors, omissions, and procedural problems to the attention of the folks involved. It is their job to correct the problems they can directly, to refer those they can't fix to those who can, and to respond to the public in a forthright and honest manner.

This does not mean we should ignore "stupid rules" but it does give us the place to start making things change for the better.

If incorrect actions are taking place because of unfamiliarity with the rules by those entrusted to apply and enforce them, that needs to be fixed.

If something is being done that needn't or shouldn't be, if it is because of a "stupid rule," that "stupid rule" needs to be changed, or even discarded.

There are numerous simple, inexpensive fixes that could happen NOW.

Those who are empowered to make those changes - those INSIDE the TSA and DHS - need to make the changes instead of excuses.

It's a new year, it's a new government (except for the legions of bureaucrats who keep things running), and it's time for a change at TSA.

Yet Another "Anonymous" who failed to comprehend chat he was responding to rants:

"Times change, don't compare yesterday (40 years ago!)to today."

No where did I compare 40 years ago to today.

"That's the reason why many complain about these "changes." You're just stuck in the past."

I am? What "past" is that, exactly?

"Do you still leave your doors unlock in your home or vehicles?"

I didn't leave my doors unlocked 40 years ago, and I don't today. Where do you GET this stuff?

"If these "stupid rules" really bother you, . . . "

I don't believe I've used the term "stupid rules".

" . . . please rise up and make that change rather sit to analyze wrongdoing then blog about it. "

And you believe this is all I'm doing because . . . . ?

"The government is just dying to spend your tax dollars on useless public services..I think not. I'm a lifetime public servant and constantly thinking of ways to make the community and world we live in better."

Well, goody for you. At a guess, I've probably worked for the government at least as long as you've been alive, and I've seem millions upon millions of tax dollars wasted over the years. Anyone working for the government who won't admit to that is only fooling him/herself.

"Give peace a chance. It won't happen overnight."

What has "giving peace a chance" (but thanks for the flashback to the 70's) got to do with TSA or this blog?

In general, I think the TSA has done a workman-like job in attempting to do the impossible as they have literally become the "bottleneck" of the world. TSA is deeply criticized for this as they attempt to look for bombs instead of terrorists, a mammoth job considering the shear volume that passes through their gates every day. But that's policy. With the deployment of existing technologies, we all hope that they will be better equipped to do their jobs with speed, grace, and the professionalism they have shown and will continue to.